This film launches Batchelors new Cup a Soup – by casting a unique spokesperson that embodies the product’s key selling points. Tasty, and thick.

In the UK, ‘tasty’ and ‘thick’ have two meanings.

When describing the soup, ‘tasty’ refers to the flavour, and ‘thick’ refers to the consistency.

When describing a person, ‘tasty’ means beautiful – and ‘thick’ means ‘stupid’.

And in the UK, there is only one person that truly embodies those qualities. Joey Essex. A reality TV superstar, who’s built an entire brand on the basis that he’s beautiful, but stupid. Show his picture to anyone in the UK, and they’ll describe him as tasty, and thick.

With the perfect spokesman cast, Joey simply has to make a Cup A Soup. The voiceover announces ‘Incredibly tasty, phenomenally thick.’ A subtle change in Joey’s expression suggests that he has realised this voiceover could well be referring to him, not just the soup.

The casting process was extremely simple.

We were looking for a spokesman who embodies the two attributes of Cup A Soup - thick and tasty.

(In the UK, thick and tasty both have double meanings. When referring to food, ‘tasty’ refers to the flavour. ‘Thick’ refers to the product’s consistency. But when used in reference to a person, ’tasty’ means attractive, and ‘thick’ means stupid.)

And in the UK, there is only one man who truly embodies that.

One Mr Joey Essex. A reality TV star who’s built his brand on being beautiful -or tasty – and stupid – AKA thick.